In this episode 76 of Failing to Success, Chad Kaleky from Cosmic Design and Development interviews Suzan Chin-Taylor, owner of Creative Raven, a company that specializes in demystifying digital marketing for the wastewater management and treatment industry. The industry is unique in that it’s business to government (B2G), with a long sales cycle, and requires specsmanship selling. A short sale cycle lasts six months, with the average ranging from 18 to 24 months, and the process involves developing a bid and finding a champion within the municipality, consultant engineer, or contractor. The goal is to stay top of mind and sell on features, ensuring that the company meets the criteria outlined in the project specs. Education-based selling is essential to keep potential customers engaged and informed, building trust, and becoming a go-to trusted resource.
The wastewater management and treatment sector requires a specific set of skills to succeed. It’s an unusual market that involves selling to government entities with long sales cycles, and the process of securing a contract involves developing a bid and finding a champion within the organization. The key to success is staying top of mind, selling on features, and meeting the criteria outlined in the project specs. Education-based selling is essential, and potential customers need to be engaged and informed, building trust and becoming a go-to trusted resource.
Suzan Chin-Taylor offers a unique perspective on the wastewater management and treatment industry. Her company, Creative Raven, specializes in demystifying digital marketing for the sector, and Suzan shares her expertise on specsmanship selling, a process that involves educating the market and staying top of mind. Through digital and content marketing, potential customers are kept informed, and a go-to trusted resource is developed. Ultimately, the goal is to build trust, ensuring that the company meets the criteria outlined in the project specs and becomes the preferred vendor.
